Director, Marketing OperationsHanover ResearchArlington, VA/RemoteThe Director of Marketing Operations is responsible for maximizing the efficiency and effectiveness of marketing programs through the strategic use of technology, data, and process optimization. This role leads the evaluation and implementation of marketing technologies, oversees marketing automation and CRM integrations, and manages lead processes to improve conversion and pipeline performance. The position is responsible for executing email campaigns, developing and maintaining marketing performance reporting, and delivering insights that inform business decisions. Working closely with Demand Generation, Sales Rev Ops and CRM teams, the Director ensures seamless campaign execution and alignment across the customer journey. The role also leads the marketing operations team providing strategic direction, project management support, coaching, and professional development. You will report to the Chief Marketing Officer in this role.
RESPONSIBILITIES
MARKETING AUTOMATION
Own end-to-end marketing automation (HubSpot) processes and workflows to support audience segmentation, campaign design/build, lead routing, lead scoring and campaign effectiveness reporting
Responsible for overseeing, implementing, analyzing and optimizing all automated marketing programs, including email
Craft audience segmentation strategies to incorporate available demographic and behavioral criteria from multiple sources within the marketing data ecosystem; will support segmentation necessary when ABM is launched
Uses customer segmentation data to enhance the effectiveness of automation and event-triggered marketing activities through tailored messaging, channel usage, customer targeting, and timing, generating demand and nurturing interest at scale across our customer base
Develop and optimize communication content and cadence through rigorous A/B testing and experimentation, ultimately driving analysis of results and making recommendations for future testing and rollout of campaigns
Lead monitoring and optimizing of lead scoring and lead nurturing programs to increase MQL volume and velocity
EMAIL & CAMPAIGN AUTOMATION
Project manage and execute email marketing campaigns, providing reporting, insights, and suggestions for tactic and channel optimization:
Craft email strategy and recommended optimizations
Leverage email best practices
Monitor and protect ESP reputation
Adhere to all email technical specifications impacting deliverability and compliance
Create and execute email campaigns and automation - creating complex workflows, email tests & sends, database maintenance, copywriting, and data analysis
Deliver personalized marketing communications to ensure the best experience, driving consideration and conversion
Ensure quality on-time delivery of our email campaigns and nurtures and delivering strong engagement and results
Identify opportunities and lead the execution to improve the overall health of the contact database but not limited to email deliverability, preference and subscription management, and compliance
MARKETING TECHNOLOGY
Maintain existing and implement new marketing technology capabilities to enable Hanover’s marketing lead funnel across multiple platforms
Integrate marketing technology platforms, manage updates, and provide ongoing maintenance (troubleshooting as needed) to build strategic marketing and sales programs and provide transparency into performance
Ensure seamless automation, system integrations, data hygiene, integrity of lead and contact lists, and process adherence
Develop and maintain proper data flow processes, responsible for maintaining HubSpot data and Salesforce Inclusion List (contacts that are pushed to Salesforce).
Track platform performance against KPIs spotting opportunities to improve conversion paths and increase funnel marketing efficiencies
Develop marketing technology strategy by studying trends in marketing technology and investigating new platforms on an ongoing basis, and fielding requests from the larger marketing team as key requirements to address. Evaluate marketing performance/impact and make data-driven recommendations on new technology or automation options to consider for optimizing marketing processes, infrastructure, and martech investment to improve marketing activity impact and drive efficiency
Assess marketing technology portfolio for overlapping technology and sunset and scan for opportunities to drive optimization (such as with AI) and optimize tasks more efficiently
Manage vendor relationships across all marketing platforms including contract negotiation, service level agreements, and budget planning; to include contractor management as applicable
Serve as the liaison to the Applications and Salesforce development teams, translating Demand Generation automation and reporting needs into requirements, managing development requests, communicating project status, and overseeing testing and deployment of solutions
REPORTING & ANALYTICS
Generate regular reporting on effectiveness and key performance indicators (KPIs) to share program impact and key learnings with marketing stakeholders and partners:
Create and maintain reporting dashboards to provide real-time insights into campaign performance, manage leads, track activity, ensure quality, report on trends, and measure marketing goals across the Martech platforms
Develop utm campaign strategy to allow for effective and accurate reporting across multiple channels
QUALIFICATIONS
Highly organized, detail oriented, and analytical, with strong project management skills and the ability to manage multiple priorities and deadlines.
Strong understanding of B2B marketing strategies, tactics and best practices and be able to connect marketing practice with data flows.
Collaborative leader who thrives in cross-functional environments and can effectively lead, develop, and coach a high performing team.
Excellent written, verbal, and presentation communication skills with the ability to influence stakeholders
Can balance strategic and operational execution with team oversight
Self-starter with a hands-on, ownership mindset and the ability to execute successfully in a fast-paced environment
Experience managing external contractors and vendors.
Experience implementing and managing marketing technology platforms including:
Marketing automation platforms (HubSpot preferred w/Admin experience)
ABM platforms (6Sense preferred)
Online chat and AI SDR programs (Qualified preferred)
CRM and CMS integration (Salesforce preferred)
Minimum Education Required
A Bachelor’s degree from an accredited institution in marketing, business, computer science, or related fields
Minimum Experience
6-9 years of experience in marketing technology, operations, or automation with hands-on experience installing and managing marketing platforms
Location
Arlington, VA or remote. Will need to primarily work EST hours
#Remote #LI-Remote
Benefits
Competitive base salary and uncapped commission earning potential
Award-winning training program on markets, research methodologies and sales skills
Top performers will be eligible for an annual sales incentive trip
Starting at 18+ days Paid Time Off
14 paid holidays including Martin Luther King Jr. Day, Juneteenth, Indigenous People’s Day, and personal holidays
401(K) employer matching program
Comprehensive health and dental benefits package
Health and wellness packages with discounts to local gym
Annual company-wide day of service and monthly events partnering with local organizations such as KidPower, Martha’s Kitchen, DC SPCA
Community service opportunities
Unlimited snacks and beverages
Compensation
Hanover Research strives to create compensation and benefits programs that are competitive, equitable and fair. The base salary compensation range for this role at the company is $140,000 - $170,000. Plus, this role is also eligible to participate in our variable annual bonus program. This discretionary bonus is based upon both financial performance and individual performance. Please note that the base salary offered is contingent on the candidate’s job-related knowledge, skills, and experience. Our base pay range is determined by the role and the market.
How to Apply
If you are interested in the prospect of working for a dynamic, fast-growing company, we encourage you to submit your resume and any other supporting materials.
